Look at the competition of e-commerce stores, look at the development of the paint industry

China Paint Network
News: At the moment, "Internet plus" occupies the major network television media, magazines and publications headlines, in the "Internet plus" wave, many traditional enterprises such as home building materials have also started to wade into hydropower, at the same time, there are some slightly more powerful home enterprises also opened offline experience shop, with the intention of further "food" offline market. E-commerce and stores staged a battle, who lost and who won, is not yet predictable, but for traditional home enterprises, is "dead" offline for the good, or "embrace" the Internet is the way out?
since Tmall's "Double 11" shopping carnival in 2009, which has set staggering trading records over the years, e-commerce has risen with lightning speed. In recent years, the scale of online shopping at an extraordinary rate of increase, the invasion of traditional physical sales is accelerating, rising rental costs and labor costs have become a deadly factor in brick-and-mortar stores. In fact, in China, online shopping this business model has more tenacious vitality than other countries, Chinese nature is super price sensitive, like comparison, e-commerce advantages are more prominent. Some stores more frankly: "Now the business is not as good as before, watching the reduction of passenger flow, the heart is really not taste."
We know that the past decade home stores have been the mainstream channels of the home industry, the home industry chain can not be bypassed, especially the store network covers a larger area of the chain stores, long-term holding the home industry terminal channels of the right to speak. However, under the impact of e-commerce, the market's voice is gradually weakened, the store's business is also deteriorating. It is necessary that the major traditional home stores aligned with the family network of 1 billion funds to annex the Oriental home should also be in sight.
, as the largest home building materials chain in China, began to lose money in 2010, until December 2013 due to the break in the capital chain into a national "close shop door" storm. Qijia net as China's largest decoration, building materials, home e-commerce website, the final use of 1 billion funds to buy Oriental Home in Beijing, Qingdao, Jinan, Dalian, Shenyang, Chengdu, Xiamen, Fuzhou, Xi'an, Taiyuan, Changsha, Hefei and other 12 cities 19 stores.
, there have been many traditional stores have done a dying struggle, but after the fact still can not resist the power of e-commerce attack. In 2013, 19 large-scale domestic home stores under the leadership of the China Furniture Association quietly reached a "name-casting", for Tmall and other e-commerce platform impact, will implement joint defense. Indeed, when a boycott of 19 stores worked, Tmall was forced to call off its home O2O promotion. But in the multiple "conflict", the traditional home store also did not "dead" with e-commerce in the end. Red star Mei Kailong, actually home later also joined the ranks of e-commerce, the construction of online shopping malls, and Internet giants hand in hand, trying to "kill" on the internet out of a day.
Now the traditional model of the home industry is accepting the challenges of modern online shopping, e-commerce, although many home enterprises in the exploration of e-commerce, from Qumei home e-mall online, to Merle in and out of Taobao, "home on" landing set the United States, love bee tide relocation outside the city, Blue View Mall low-key online, to red star Mei Kailong spent huge sums of money to do Red American Mall, actually home strong force push online ... Mainstream stores, all with e-commerce "have an infection." Traditional home enterprises "dyed" e-commerce seems to have been the trend, but the store has always been the way of profit is around the "land" to implement, away from the "land", furniture stores can still be a strong party? We know that no company can really study a good way to complement each other offline. Inexperied operation, high logistics costs, online and offline price differences, as well as after-sales service and a series of problems, the traditional home store e-commerce road has not been smooth.
2012, six months after the launch of the e-commerce platform Red American Mall, the e-commerce project personnel changes occurred. Although the red star Mei Kailong side of the e-commerce project is silent, but about the Red American Mall burning money huge losses, poor operation of rumors, has not been interrupted, the Red Star Mall MALL plan broke down, and then changed to the Red Star Mei Kailong Star Easy Home, and after a series of change of handsome wave, at a cost of 200 million, but sales flow is poor, sales of only 40,000 and other real circumstances, and then removed the star Yijia, changed to the Red Star. Red star Mei Kailong in the road of e-commerce has been stumbled, e-commerce seems to have become the red star "injury."
know that profitability is the ultimate goal of a business, but for now, in e-commerce, traditional furniture companies make very little money. Operating costs such as online sales, Tmall, Alipay, TP (e-commerce outsourcing service providers) and staff costs alone account for almost 15% of turnover, while on online shopping platforms, margins of more than 20% are few.
But there is such an undeniable fact, now the pace of life of consumers is becoming more and more compact, and with the market, consumer groups, product structure refinement and variety of continuous improvement, in the future furniture market, brand network direct sales will be more and more consumers accepted. At the same time, now accustomed to online shopping groups are 80, 90, although most of them on furniture products, furniture brands do not know much, and as the main force in the future consumer market, furniture enterprises are now large-scale investment in e-commerce, until this group of consumers reached a certain purchasing power, enterprises in the competition for market location will gain a favorable position. "People who buy our furniture online, 70%-80% don't know the Hua-Japanese brand, they choose the brand to be guided by the psychology of the crowd, online sales can play a role in promoting and promoting is also worth it, " said Shu Jun, executive vice president of Hua-Day Furniture. Does
the rise of furniture e-commerce mean that traditional furniture stores will disappear with the development of e-commerce? The answer is clearly not. Although the current rapid development of furniture e-commerce, but furniture stores also have some advantages is furniture e-commerce can not do, furniture e-commerce and furniture stores will face a long-term coexistence situation.
furniture products are not ordinary consumer goods, the online experience is poor. A good leather sand launched tens of thousands of pieces, simply rely on e-commerce platform display pictures are still difficult to let consumers rest assured to buy, they often need to go to the furniture store to experience whether the product is appropriate, whether it is worth buying. In addition, after the purchase of furniture products will also involve installation, maintenance and other services, these aspects of furniture stores have more advantages. Engaged in e-commerce so that many furniture manufacturers earn a pot full, but if the furniture stores disappear, the factory is also unable to build offline experience stores throughout the country, which will not only increase the financial burden of the factory will also increase the operating burden of enterprises. Therefore, furniture manufacturers to do e-commerce for traditional stores, not the end but a new opportunity.
in general, no one denies that e-commerce will be a trend, but e-commerce will never be the only one, it and traditional business must be interspersed and mutual assistance. Emerging industries experience explosive growth in the early stages of development, as well as ups and downs. But at the same time, the growth of new organisms does not represent the old things will certainly perish, the traditional store has its existentine reasons, the existence of e-commerce is not to eliminate the traditional store, but to accelerate the transformation of the traditional home store to achieve a qualitative leap, progress in the competition, which is the reason for the existence of the opponent!